India to Scrap 6% Digital Ad Tax, Easing U.S. Trade Concerns
India has announced it will scrap a 6% tax on digital advertisements, a move aimed at alleviating concerns from U.S. tech giants like Alphabet’s Google, Meta, and Amazon. This change is seen as a step to smooth over trade tensions with the United States, which had raised alarms over potential reciprocal tariffs following U.S. trade threats.
Finance Minister Nirmala Sitharaman unveiled the proposal on Tuesday while presenting amendments to the 2025 Finance Bill in the Indian parliament. The tax change was approved as part of the country’s budget measures. Sitharaman told parliament, “I have proposed to remove the 6% equalization levy for advertisements,” with the new rule set to take effect from April 1, 2025.
This decision follows U.S. President Donald Trump’s threats to impose tariffs on countries like India, which had sparked concerns among exporters. In response to these concerns, India is taking steps to ease tensions, particularly in the tech sector. During Prime Minister Narendra Modi’s recent visit to the United States, both nations agreed to work on a trade deal aimed at reaching $500 billion in two-way trade by 2030.
The 6% equalization levy had previously targeted online advertising services provided by foreign companies, requiring them to withhold and pay the tax to the Indian government. The United States Trade Representative (USTR) had criticized the levy, labeling it as “discriminatory and unreasonable” since it exempted domestic firms.
A U.S. delegation, led by Brendan Lynch, the assistant U.S. trade representative for South and Central Asia, is currently visiting India for discussions with local officials.
In 2024, India had already abolished a 2% levy on non-resident e-commerce firms providing online services, further signaling its intention to improve trade relations. Analysts believe that removing the digital ad tax will offer relief to U.S. tech companies, but it remains to be seen if this action, combined with ongoing diplomatic efforts, will help soften the U.S. stance on other trade issues.
The decision marks a significant move in India’s efforts to ease trade tensions and foster stronger ties with the U.S., paving the way for a potential shift in trade dynamics.
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